基于目的论的跨境电子商务在线产品推介的翻译

The C-E Translation of Online Product Recommendation Under the Guidance of Skopos

本文以翻译功能学派的代表理论——目的论为理论,研究目的论指导下的跨境电子商务平台在线产品推介这一新兴商务文本的翻译,分析跨境电子商务在线产品推介文本在词汇、句法、修辞等方面的特征,并提出其翻译策略,拓宽和丰富应用翻译学的研究范畴体系,同时促进跨境电子商务的发展。

As the representative theory of functionalist approaches, Skopos plays an important role in the translation of online product recommendation on cross-border e-commerce platform. Under the guidance of Skopos, the text characteristics of online product recommendation, in the aspects of vocabulary, syntax and rhetoric characteristic, are analyzed, and the translation strategies are put forward. Not only can the result enrich the research in Applied Translation studies, but also promote the development of cross-border e-com- merce.